The radio segment in the CEE in 2024

In 2024, radio advertising across Central and Eastern Europe held steady, showing resilience despite the accelerating dominance of digital and social media. While its overall share of 5% in media investments is modest compared to television and online, radio continues to secure stable audiences and advertiser trust.

In most markets, radio accounted for 4–6% of total ad spend, confirming its role as a reliable and cost-effective channel, so much so that proportionally this segment boasted the biggest growth: 24% compared to 2023, reaching 608 million EUR.

The growing popularity of digital audio formats and podcasts added new momentum to the sector. Advertisers increasingly experimented with hybrid audio strategies, blending FM radio’s reach with on-demand formats that appeal to younger, digitally engaged listeners.